If you thought ChatGPT was just a tool for brainstorming or answering questions, think again. 2026 is shaping up to be the year AI chat goes (even more) commercial. Yes, ChatGPT is testing ads.

But before you panic thinking SEO is dead, let’s break down what marketers need to know, how to track performance, and how to prepare for this new “conversational ad” frontier.

1. When will ChatGPT ads go live?

Short answer: soon. Early in 2026, OpenAI (the makers of ChatGPT) have said they plan to roll out ad testing in the US for Free and ChatGPT Go users. Early access will be limited, with a broader self-serve ad platform expected later this year or next. There are no dates yet for when they’ll roll them out in the UK, but we’d expect it to be after they’ve tested it for a while in the US, so either late 2026 or early 2027.

2. Will ChatGPT Ads Replace SEO?

I don’t see how it will. In the same way organic SEO has existed alongside Google Adwords since forever.

Organic visibility in AI responses – sometimes called Answer Engine Optimisation (AEO) or Generative Engine Optimisation (GEO) – is still essential. SEO isn’t going anywhere; instead, ads will complement it. Brands that are already visible in ChatGPT’s responses will apparently have a leg up when paid placements start rolling out. (So if you haven’t yet grabbed my free guide on how to get found by AI, get it here.)

3. How will you track performance of ads in ChatGPT?

Whereas with Meta ads (for example) you can set up a Meta Pixel and the Facebook Conversion API and track conversions and your ROAS from within Facebook, with ChatGPT ads – especially initially – the onus is going to be on you to know what’s going on. Just because to begin with it’s going to be a very basic system which they’ll evolve over time.

You’ll still give ChatGPT the link to the exact landing page you want people to visit, but you’ll need to apply UTM parameters to that link, so you can track it in GA4 or an alternative analytics platform. You’ll then want to study your customer journey so you can see who came via ChatGPT and ended up contacting you or purchasing something. In other words, who converted.

OpenAi aren’t going to be able to tell you (initially) if your ad spend is working – you’ll need to be set up with GA4 so that you can work backwards from your success pages and see how many people got there after coming from a ChatGPT ad.

4. What will ChatGPT ads look like; will you be able to reuse existing artwork?

Forget your usual Google banner sizes – ChatGPT ads are going to be text-centric and context-triggered.

Reuse messaging and CTAs from your existing campaigns by all means, but adapt the format to feel conversational. Your tried and tested NPI launches, LinkedIn campaigns, Google Ads and Meta Ads can all inform the tone and content, but the actual words themselves may need changing – and by all accounts at the moment, there won’t be images. You won’t be reusing your existing Meta creatives.

5. How do I set up my ads in ChatGPT?

You can’t, not yet anyway. Initially there’s no “platform” for you to log in to – no where for you to “self-serve” your ads. It’s all just being set up behind the scenes by OpenAi. And there doesn’t seem to be any sort of application process either yet – they’re just testing ads with a few of their buddies.

You can ask around and see if you can find an ad agency with an “in” but at the moment, it’s seeming like a pretty tightly shut door. BUT, OpenAi do move very quickly so it wont be long until more people can get on board.

Action Steps for Marketers Now

If you’re expecting to want to try ChatGPT ads when they’re available to you, there are a few things you can start to do now to prepare:

  • Audit your content for high-intent questions your audience might ask.
  • Set up tracking and tagging infrastructure (UTMs, GA4 events).
  • Prototype conversational CTAs tailored to AI responses.
  • Keep SEO/AEO strong so organic visibility feeds into your paid campaigns.
  • Watch OpenAI announcements for early beta access.

ChatGPT ads aren’t going to replace your SEO or your digital strategy – they’re here to open a new channel, and if you’re an early bird you might be able to give your brand a first-mover advantage in the conversational ad space. Make sure you keep an eye on OpenAi’s company announcements to hear when they roll out ads more widely.